Newest American Holiday: “Dia De Los Muertos”

Dia de los Muertos is anything but dead, and it’s increasingly coming to life in Southern California in old and new ways.

With Mexico’s traditional Day of the Dead approaching, the number and kinds of events are growing in the Southland. Concert promoters, art galleries featuring Mexican folk art and merchants — big and small — are taking advantage of these celebrations and in some cases extending the merchandising of Halloween.

Once observed quietly in Latino communities, U.S. festivities are becoming more mainstream and, typically, louder and more visible than in years past. Corporations are getting more involved as sponsors and participants. Theme parks are adding Latino touches to their Halloween attractions. Party stores have amped up their offerings. And bakeries are already cooking up special treats.